Position Description

Transcription

1 Position Description Position: Reports to: Location: Division: Business Unit: Team: Job Family: Loyalty Campaigns Manager Marketing Manager Christchurch Retail & Water Group Marketing Marketing Marketing and Customer insight specialist Customer Relationships External Internal Who Rewards Customers Marketing Service Suppliers Third Party Service Providers Group General Manager s and their Business Unit GM s Rewards Steering Committee PGW wide Marketing, Communications and Brand employees Business Unit GMs and their staff Senior Business Leaders Rewards Processing teams Customer Services team Regional Managers Retail Management and store staff, Technical Field Representative s Group Technology and Web Team Accountants and Internal Audit & Risk team Position Contribution: The Loyalty Campaigns Manager role exists to enhance and implement campaigns covering Group and Business Unit sales growth and third party services to support the Rewards programme for PGG Wrightson. Working with Group and Business Unit GMs and their management and sales teams, the Loyalty Campaigns Manager creates sales campaigns with the aim of increasing existing Rewards membership spend across participating Business Units/categories and ultimately play an active role in helping increase the average spend per customer. The role will also look for ways to personalise offers and campaigns so sales teams can easily engage and have tools to acquire new customers. Page 1

2 Key Accountabilities Primary Tasks 1. PGW Rewards Strategic Planning 2. PGW Rewards Marketing Key responsibility for the on-going development and implementation of the PGW customer Reward programme ensuring it delivers on the company s strategic objectives. Design and deliver an annual Rewards marketing plan ensuring its fit with the redemptions and overall group marketing plan. Develop a 12 month promotional calendar with the participating Business Units to drive sales growth back into the business and increase customer engagement in the programme. Develop a 12 month promotional calendar with third party services to drive sales growth back into the business. Conduct market research as required to understand the behaviours and motivations of customers in relation to the Rewards programme campaigns. Incorporate any insights into future strategic planning for the Rewards programme. Work with Redemption team to conduct regular reviews of competing loyalty programmes and keep abreast of emerging trends in the loyalty space. Incorporate any insights into future strategic planning for the Rewards programme. Work with the Marketing Redemptions to implement the Rewards third party marketing plan ensuring it meets its stated objectives. Liaise with other Business Units to implement joint promotional opportunities to maximise customer and staff buy-in and to promote the programme as a company-wide initiative. Ensure all Rewards marketing campaigns are delivered on time, within budget and are a key driver in influencing customer behaviour and increasing sales uptake. Oversee the redesign and launch of the Rewards web site, ensuring it meets customer needs and is a key mechanism in achieving redemption activity growth. Implement the design, production and distribution of all Rewards campaign collateral, advertising, point of sale and technical support material. Liaise with internal and external graphic designer, design agencies, printers and mailing houses to manage job schedules and ensure that all deadlines are met. Ensure that all collateral adheres to brand guidelines. Book all media advertising within the pre-negotiated PGW rate structures, ensuring all bookings are made in a timely manner and all bookings/ costs/ contracts are recorded. Work across the Marketing team to communicate the Rewards in-store ticketing and POS production requests, ensuring timely and accurate delivery to stores at least 3-4 days prior to the start of campaigns. Page 2

3 3. Analytics & Reporting 4. Rewards Programme Management 5. Communications (Internal & external relationships) 6. Budget Management 7. Personal Development 8. Digital and Online Work with the Redemptions to provide in-depth and regular analysis of the Rewards programme to management teams and utilise such analysis to identify opportunities to enhance the effectiveness of the programme. Monitor and assess campaign effectiveness and identify ways to improve activities. Analyse participating Business Units sales growth and communicate results appropriately to illustrate the effectiveness of the programme and secure additional buy-in from key internal stakeholders. Develop dashboard customer analytics to ensure key metrics are top of mind and put in place corrective actions to address areas of concern by BU. Review and refine the business processes for Rewards Campaign related work streams to ensure operational efficiencies are maximised and the work flows are clearly defined. Identify and automate manual processing tasks where possible. Ensure that the PGW business operating systems are optimised to perform the Rewards functionality and that data integrity is maintained. Ensure that any compliance requirements are met. Management of service partner relationships, to ensure the best outcomes are achieved for the company and our customers. Facilitate regular staff communications to keep them up to date on all Rewards programme developments. Attend Regional and Business Unit meetings where practical to promote the Rewards programme. Ensure in-store execution of Rewards campaigns is maximised to engage customers in the programme. Work with Redemptions to manage the Rewards P&L ensuring that all financial targets are achieved and all planned activities are completed within budget. Maximise revenue opportunities by sourcing funds from partners and co-operative marketing. Maintain and further develop the level of skill and effectiveness in relevant professional areas. Attend marketing and loyalty seminars where appropriate. To undertake identified personal training/development with the prior approval of the GM Marketing. Develop and leverage a network of key internal and external contacts to enhance the Rewards programme. Manage updates and content management of the Rewards main web site to improve the customer experience ensuring that content is regularly updated to generate repeat visits from customers. Working knowledge of various online and digital marketing systems to communicate with customers Page 3

4 9. Health & Safety 10. Administration 11. Other Duties All own activities and supervision of others activities undertaken in accordance with PGW s health and safety policy and procedures Ensure risks associated with the business operation are understood and practically managed Ensure compliance with responsibilities under the Health and Safety at Work Act (2015) and any amendments Ensure compliance with requirements of the Motor Vehicle Policy, specifically the PGG Wrightson Safe Driver Pledge Model and insist upon safe work practices at all times Drive compliance with PGW health and safety policy and procedures throughout team at all times Lead hazard identification and risk management process with team Review all events involving direct reports and lead the determination of corrective actions. Ensure learnings of investigation outcomes are shared Visibly lead health and safety discussions within the business, actively ensuring health and safety is an agenda item at all team meetings (start meetings with a H&S Moment) Actively manage employee non-compliance or breaches of PGW s health and safety policy (in conjunction with the H&S and HR teams) Comply with client site requirements As required, manage the safety of any contractors and sub-contractors engaged to work on PGW sites within scope of responsibility Act as an escalation point for any Rewards related issues or complaints ensuring that all issues are resolved in a timely manner. Manage stock availability of Marketing items with the respective teams. Ensure adequate stocks of all Rewards campaign collateral including POS material are maintained and distributed to all PGW Retail Stores and company offices. As reasonably directed by the reporting manager from time to time. Qualifications, Technical Skills, Knowledge and Ability Tertiary qualification in marketing, or previous relevant experience of at least 5 years in a senior marketing role. Sound people skills and the ability to establish and build on working relationships effectively. Demonstrated ability to use initiative and apply creative ideas within a corporate environment. Knowledge of and empathy with the rural sector. Strong skills with P&L balance sheets and can analyse and interpret financial and sales data. Strong understanding of loyalty metrics and analytics drivers to create sales pathways. Ability to plan and prepare for outcomes on the basis of priority and effective management of time. Comfortable negotiating and working with key suppliers. Technical knowledge relevant to the position, and a commitment to continuously update skills. Page 4

5 Good communication skills both oral and written at all levels. Ability to learn and understand details pertaining to the organisation s effective operation. Scope Delegated levels of authority (DLA s) Span of control Direct Reports Refer to PGW Delegation of Authority Policy Loyalty Rewards Campaigns groupwide Loyalty Marketing Coordinator Behavioural Competencies Achieving Results Customer Focus and Understanding Knowledge Sharing Commercial Decision Making Continuous Learning Sets challenging goals for self and understands performance expectations; effectively managing one's time and resources to ensure that work is completed efficiently, safely and to a high quality standard; celebrates achievement of results. Sets Goals and performance standards Prioritises Leverages resources Delivers Ensures high quality output Celebrates success Understanding the customer and effectively meeting their needs; building productive customer relationships; taking responsibility for customer satisfaction and loyalty. Establishes effective interpersonal relationships Clarifies the current situation Takes action Assures customer satisfaction Meets PGW s needs Actively shares and contributes own knowledge, skills and expertise to develop the knowledge, skills and expertise of others. Identifies Opportunities Ensures Understanding Offers feedback Encourages application Demonstrates a strong understanding of PGW s vision, business operations and functions; draws from experience and utilises industry information and PGW s position to make decisions; recognises when further investigation is needed before decisions are made. Applies commercial understanding to maximise PGW s results Understands PGW Understands our industry sectors Understand the derivers of customers loyalty and how to positively impact these Makes decisions strategically Identifying opportunities Actively identifying new areas for learning needed to stay up to date and leading edge in area of expertise; regularly creating and taking advantage of learning opportunities; using newly gained knowledge and skill on the job and learning through their application. Targets learning needs Seeks learning activities Maximises learning Page 5

6 Behavioural Competencies Teamwork Effective Communication Applies knowledge or skill Openness to change and challenge Identifying opportunities and taking action to build operational and strategic relationships between own area and other areas, teams, business units, or organisations to help achieve both business goals and PGW goals. Identifies collaborative opportunities Establishes relationships Formulates action plans Supports others Considers impact of one s actions Monitors relationships and progress Recognising one s role in PGW s communication; clearly and succinctly conveying information and ideas to individuals and the organisation; communicating in a focused, appropriate and effective manner. Takes initiative to share information Communicates appropriately Listens to and comprehends communication from others Delivers clear messages Communicates with impact Ensures understanding Follows up I have read and understood the above position description and accept all the above responsibilities incorporated herein. Role Holder Signature Date Reporting Manager Signature Date Page 6